{"id":1112,"date":"2018-11-23T18:17:10","date_gmt":"2018-11-23T11:17:10","guid":{"rendered":"https:\/\/fsb-web.tranbang.work\/quyet-dinh-sai-lam-pepsi-mat-40-phan-tram-thi-phan-ve-tay-coca-cola-tai-venezuela-trong-1-ngay\/"},"modified":"2018-11-23T18:17:10","modified_gmt":"2018-11-23T11:17:10","slug":"quyet-dinh-sai-lam-pepsi-mat-40-phan-tram-thi-phan-ve-tay-coca-cola-tai-venezuela-trong-1-ngay-s143","status":"publish","type":"post","link":"https:\/\/fsb.edu.vn\/en\/quyet-dinh-sai-lam-pepsi-mat-40-phan-tram-thi-phan-ve-tay-coca-cola-tai-venezuela-trong-1-ngay-s143.html","title":{"rendered":"Quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m, Pepsi m\u1ea5t 40 ph\u1ea7n tr\u0103m th\u1ecb ph\u1ea7n v\u1ec1 tay Coca Cola t\u1ea1i Venezuela trong 1 ng\u00e0y"},"content":{"rendered":"\n
\n
\t\tVenezuela là m\u1ed9t trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng hi\u1ebfm hoi mà Pepsi d\u1eabn \u0111\u1ea7u v\u1edbi 18 nhà máy \u0111óng chai c\u1ee7a \u0111\u1ed1i tác \u0111\u1ecba ph\u01b0\u01a1ng – Cisneros. Th\u1ebf nh\u01b0ng ch\u1ec9 trong m\u1ed9t cu\u1ed1i tu\u1ea7n n\u0103m 1996, toàn b\u1ed9 h\u1ec7 th\u1ed1ng phân ph\u1ed1i kh\u1eafp Venezuela \u0111ã b\u1ea5t ng\u1edd “thay áo” c\u1ee7a “k\u1ebb thù kinh \u0111i\u1ec3n” v\u1edbi Pepsi.<\/span><\/span><\/strong><\/div>\n
\t\t <\/div>\n
\t\t\u0110\u1ed1i tác c\u0169 có… \u0111\u1ed1i tác m\u1edbi<\/span><\/span><\/strong>
\t\t <\/div>\n
\t\tCisneros là t\u1eadp \u0111oàn s\u1edf h\u1eefu h\u01a1n 18 nhà máy<\/strong> và là \u0111\u1ed1i tác \u0111óng chai quan tr\u1ecdng b\u1eadc nh\u1ea5t c\u1ee7a Pepsi t\u1ea1i Venezuela. T\u1eeb khi Pepsi ti\u1ebfn vào th\u1ecb tr\u01b0\u1eddng Châu M\u1ef9 này, hai t\u1eadp \u0111oàn \u0111ã h\u1ee3p tác v\u1edbi nhau h\u01a1n 5 th\u1eadp k\u1ef7.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tVào n\u0103m 1996, Oswaldo Cisneros – ch\u1ee7 s\u1edf h\u1eefu t\u1eadp \u0111oàn \u0111óng chai Cisneros b\u1eaft \u0111\u1ea7u tìm ki\u1ebfm \u0111\u1ed1i tác \u0111\u1ec3 bán l\u1ea1i m\u1ed9t ph\u1ea7n công ty do g\u1eb7p nhi\u1ec1u v\u1ea5n \u0111\u1ec1 v\u1ec1 s\u1ee9c kh\u1ecfe.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tLúc \u0111ó, n\u01a1i \u0111\u1ea7u tiên mà Cisneros tìm \u0111\u1ebfn chính là Pepsi. Tuy nhiên, Pepsi l\u1ea1i ch\u1eb3ng m\u1ea5y m\u1eb7n mà v\u1edbi \u0111\u1ec1 xu\u1ea5t này và ch\u1ec9 mong mu\u1ed1n mua l\u1ea1i 15% c\u1ed5 ph\u1ea7n, trong khi Cisneros mu\u1ed1n bán ít nh\u1ea5t 50% công ty \u0111\u1ec3 có thêm nhân l\u1ef1c h\u1ed7 tr\u1ee3 v\u1eadn hành.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tGustavo Cisneros, em h\u1ecd c\u1ee7a Oswaldo Cisneros, còn k\u1ec3 l\u1ea1i r\u1eb1ng Pepsi không nh\u1eefng không h\u1ee9ng thú v\u1edbi \u0111\u1ec1 xu\u1ea5t trên mà còn ra giá r\u1ea5t th\u1ea5p cho 15% c\u1ed5 ph\u1ea7n, anh em nhà Cisneros hoàn toàn b\u1ea5t ng\u1edd tr\u01b0\u1edbc thái \u0111\u1ed9 c\u1ee7a Pepsi v\u1edbi \u0111\u1ed1i tác lâu n\u0103m c\u1ee7a mình. <\/span><\/span>Và Coca-Cola ngay l\u1eadp t\u1ee9c xu\u1ea5t hi\u1ec7n \u0111\u1ec3 tr\u1edf thành m\u1ed9t "c\u1ee9u tinh", \u0111\u1ed1i th\u1ee7 này ch\u1ea5p nh\u1eadn r\u1ee7i ro l\u1edbn \u0111\u1ec3 \u0111\u1ea7u t\u01b0 vào Cisneros, th\u1eadm chí Ch\u1ee7 t\u1ecbch t\u1eadp \u0111oàn Coca-Cola còn \u0111ích thân bay t\u1edbi Venezuela \u0111\u1ec3 th\u01b0\u01a1ng th\u1ea3o tr\u1ef1c ti\u1ebfp v\u1edbi ch\u1ee7 nhà máy trên.<\/span> \t\t<\/p>\n
\t\t\t <\/div>\n
\t\t\t\"\"<\/div>\n
\t\t\tK\u1ebft qu\u1ea3 là Cisneros nhanh chóng ch\u1ea5p nh\u1eadn bán 50% c\u1ed5 ph\u1ea7n v\u1edbi giá 300 tri\u1ec7u USD cho Coca-Cola. "K\u1ebb thù không \u0111\u1ed9i tr\u1eddi chung" c\u1ee7a Pepsi còn cam k\u1ebft \u0111\u1ea7u t\u01b0 thêm 300 tri\u1ec7u USD trong vòng 5 n\u0103m ti\u1ebfp theo, v\u1edbi hy v\u1ecdng bi\u1ebfn Cisneros thành t\u1eadp \u0111oàn n\u01b0\u1edbc gi\u1ea3i khát l\u1edbn nh\u1ea5t khu v\u1ef1c.<\/span><\/span><\/div>\n
\t\t\t <\/div>\n
\t\t\t\u0110òn tr\u1ea3 thù kinh hoàng<\/span><\/span><\/strong>
\t\t\t <\/div>\n
\t\t\tV\u1edbi s\u1ed1 ti\u1ec1n \u0111\u1ea7u t\u01b0 kh\u1ed5ng l\u1ed3 c\u1ee7a Coca-Cola<\/strong>, Cisneros m\u1ea1nh d\u1ea1n \u0111\u01a1n ph\u01b0\u01a1ng ch\u1ea5m d\u1ee9t h\u1ee3p \u0111\u1ed3ng có giá tr\u1ecb t\u1edbi n\u0103m 2003 v\u1edbi Pepsi. Không nh\u1eefng th\u1ebf, các công ty con tr\u1ef1c thu\u1ed9c t\u1eadp \u0111oàn Cisneros, bao g\u1ed3m m\u1ed9t chu\u1ed7i siêu th\u1ecb và m\u1ed9t \u0111ài truy\u1ec1n hình c\u0169ng "song ki\u1ebfm h\u1ee3p bích" nhanh chóng t\u1ea9y chay Pepsi trên toàn th\u1ecb tr\u01b0\u1eddng.<\/span><\/span><\/div>\n
\t\t\t <\/div>\n
\t\t\t"M\u1ecdi chuyên gia trong ngành gi\u1ea3i khát \u0111\u1ec1u có m\u1ed9t th\u1eafc m\u1eafc: T\u1ea1i sao Pepsi l\u1ea1i \u0111\u1ec3 chuy\u1ec7n này x\u1ea3y ra"<\/em> – Theo Jesse Meyers, ch\u1ee7 s\u1edf h\u1eefu Beverage Digest.<\/span><\/span><\/div>\n
\t\t\t <\/div>\n
\t\t\t"Trong h\u01a1n 35 n\u0103m c\u1ea1nh tranh, ch\u01b0a bao gi\u1edd tôi th\u1ea5y tr\u01b0\u1eddng h\u1ee3p m\u1ed9t nhà máy \u0111óng chai Pepsi tr\u1edf thành nhà máy Coca-Cola m\u1ed9t cách chóng vánh nh\u01b0 th\u1ebf. \u0110\u1eb7c bi\u1ec7t là khi Venezuela là m\u1ed9t trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng thành công nh\u1ea5t trên th\u1ebf gi\u1edbi c\u1ee7a Pepsi. Vi\u1ec7c Coca-Cola có th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c cu\u1ed9c "\u0111\u1ea3o chính" ngay gi\u1eefa ban ngày là m\u1ed9t chuy\u1ec7n không ai có th\u1ec3 ng\u1edd tr\u01b0\u1edbc."<\/span><\/span><\/em>
\t\t\t <\/div>\n
\n
\t\t\t\tSau khi ký h\u1ee3p \u0111\u1ed3ng h\u1ee3p tác m\u1edbi v\u1edbi Coca-Cola vào th\u1ee9 n\u0103m ngày 22\/8\/1996, ch\u1ee7 t\u1ecbch t\u1eadp \u0111oàn Cisneros yêu c\u1ea7u nhân viên tháo ngay logo Pepsi và thay b\u1eb1ng logo Coca-Cola ngay th\u1ee9 6, \u0111\u1ebfn sáng th\u1ee9 7, nh\u1eefng chuy\u1ebfn xe giao hàng màu xanh c\u1ee7a Pepsi \u0111ã "thay áo" \u0111\u1ecf r\u1ef1c và chính th\u1ee9c \u0111\u01b0a nh\u1eefng thùng Coca-Cola kh\u1eafp m\u1ea1ng phân ph\u1ed1i c\u0169.<\/span><\/span><\/div>\n
\t\t\t\t <\/div>\n
\t\t\t\t18 nhà máy \u0111óng chai, 4.000 xe ch\u1edf hàng và hàng ch\u1ee5c ngàn \u0111i\u1ec3m phân ph\u1ed1i ngay l\u1eadp t\u1ee9c "r\u1ef1c \u0111\u1ecf" ch\u1ec9 trong m\u1ed9t cu\u1ed1i tu\u1ea7n. \u0110\u1ebfn th\u1ee9 hai tu\u1ea7n sau, ng\u01b0\u1eddi dân Venezuela g\u1ea7n nh\u01b0 không th\u1ec3 tìm mua Pepsi \u1edf b\u1ea5t kì quán \u0103n hay ti\u1ec7m t\u1ea1p hóa nào n\u1eefa.<\/span><\/span><\/div>\n
\t\t\t\t <\/div>\n
\t\t\t\t\"\"
\t\t\t\t <\/div>\n
\t\t\t\tTh\u1ecb ph\u1ea7n c\u1ee7a Coca-Cola t\u0103ng v\u1ecdt t\u1eeb 10% lên t\u1eadn 50%<\/strong>. \u0110\u1ed1i v\u1edbi \u0111\u1ed1i th\u1ee7 Pepsi, do không còn nhà máy \u0111óng chai nào, g\u1ea7n 40% th\u1ecb ph\u1ea7n c\u1ee7a công ty này g\u1ea7n nh\u01b0 không cánh mà bay ch\u1ec9 trong vài ngày ng\u1eafn ng\u1ee7i.<\/span><\/span><\/div>\n
\t\t\t\t <\/div>\n
\t\t\t\tS\u1ef1 h\u1ed1i h\u1eadn mu\u1ed9n màng<\/span><\/span><\/strong>
\t\t\t\t <\/div>\n
\t\t\t\t"\u0110\u1ed3 ph\u1ea3n b\u1ed9i!"<\/strong><\/em>, Keith Hughes – phát ngôn viên c\u1ee7a Pepsi tr\u1ea3 l\u1eddi báo chí ngay sau b\u1ea3n h\u1ee3p \u0111\u1ed3ng \u0111\u1ecbnh m\u1ec7nh \u0111\u01b0\u1ee3c ký k\u1ebft. Keith còn thông báo r\u1eb1ng Pepsi s\u1ebd ki\u1ec7n c\u1ea3 Cisneros và Coca-Cola ra tòa vì hai "\u0111\u1ed1i th\u1ee7" kia rõ ràng \u0111ã vi ph\u1ea1m các \u0111i\u1ec1u kho\u1ea3n h\u1ee3p \u0111\u1ed3ng.<\/span><\/span><\/div>\n
\t\t\t\t <\/div>\n
\t\t\t\tPepsi còn nh\u1ea5n m\u1ea1nh r\u1eb1ng liên minh Coca-Cola và Cisneros \u0111ang l\u1ea1m d\u1ee5ng v\u1ecb th\u1ebf \u0111\u1ed9c quy\u1ec1n \u0111\u1ec3 thao túng th\u1ecb tr\u01b0\u1eddng. Nh\u01b0ng Coca-Cola c\u0169ng cao tay không kém, t\u1eadp \u0111oàn này ch\u1ee7 \u0111\u1ed9ng \u0111\u1ec1 xu\u1ea5t bán l\u1ea1i 6 trong t\u1ed5ng s\u1ed1 18 nhà máy \u0111óng chai cho Pepsi, nh\u01b0ng v\u1edbi m\u1ed9t m\u1ee9c giá… trên tr\u1eddi.<\/span><\/span><\/p>\n
\t\t\t\t\tPepsi hoàn toàn không \u0111\u1ee7 tài chính<\/strong> c\u0169ng nh\u01b0 ch\u1ea3 còn m\u1eb7t m\u0169i nào \u0111\u1ec3 ch\u1ea5p nh\u1eadn \u0111\u1ec1 xu\u1ea5t trên. Ngay l\u1eadp t\u1ee9c, Coca-Cola s\u1eed d\u1ee5ng hành \u0111\u1ed9ng trên làm minh ch\u1ee9ng cho s\u1ef1 "kém ch\u1ee7 \u0111\u1ed9ng" c\u1ee7a Pepsi \u0111\u1ec3 t\u1ea1o d\u1ef1ng c\u1ea1nh tranh trên th\u1ecb tr\u01b0\u1eddng và bác b\u1ecf hoàn toàn ý \u0111\u1ecbnh \u0111\u1ed9c chi\u1ebfm mà \u0111\u1ed1i th\u1ee7 \u0111ang cáo bu\u1ed9c.<\/span><\/span><\/div>\n
\t\t\t\t\t <\/div>\n
\t\t\t\t\tMãi \u0111\u1ebfn cu\u1ed1i n\u0103m \u0111ó, Coca-Cola và Cisneros m\u1edbi \u0111\u01b0\u1ee3c tòa án x\u1eed ph\u1ea1t 1,9 tri\u1ec7u USD, nh\u01b0ng hai t\u1eadp \u0111oàn này v\u1eabn \u0111\u01b0\u1ee3c gi\u1eef nguyên các h\u1ee3p \u0111\u1ed3ng và ho\u1ea1t \u0111\u1ed9ng hi\u1ec7n có, m\u1ed9t con s\u1ed1 quá nh\u1ecf so v\u1edbi doanh thu mà c\u1eb7p \u0111ôi này thu l\u1ea1i \u0111\u01b0\u1ee3c trong kho\u1ea3ng th\u1eddi gian \u0111ó.<\/span><\/span><\/div>\n
\t\t\t\t\t <\/div>\n
\t\t\t\t\tMãi sau này Pepsi <\/strong>m\u1edbi ký \u0111\u01b0\u1ee3c h\u1ee3p \u0111\u1ed3ng tr\u1ecb giá 380 tri\u1ec7u \u0111ô la v\u1edbi Empresas Polar S.A, m\u1ed9t công ty khác trong khu v\u1ef1c \u0111\u1ec3 s\u1ea3n xu\u1ea5t và phân ph\u1ed1i Pepsi, nh\u01b0ng h\u1ecd \u0111ã ch\u1eb3ng th\u1ec3 nào l\u1ea5y l\u1ea1i v\u1ecb th\u1ebf tr\u01b0\u1edbc kia c\u1ee7a mình.<\/span><\/span><\/div>\n
\t\t\t\t\t <\/div>\n
\t\t\t\t\tVà nh\u01b0 th\u1ebf, th\u1ee9 N\u0103m, ngày 22\/8\/1996 \u0111\u01b0\u1ee3c \u0111ánh giá là ngày \u0111au \u0111\u1edbn nh\u1ea5t cho nh\u1eefng ng\u01b0\u1eddi \u0111i\u1ec1u hành Pepsi trên kh\u1eafp th\u1ebf gi\u1edbi.<\/span><\/span><\/div>\n
\t\t\t\t\t(Ngu\u1ed3n: Tri th\u1ee9c tr\u1ebb)<\/em><\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\t\t <\/p>\n","protected":false},"excerpt":{"rendered":"

Venezuela là m\u1ed9t trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng hi\u1ebfm hoi mà Pepsi d\u1eabn \u0111\u1ea7u v\u1edbi 18 nhà máy \u0111óng chai c\u1ee7a \u0111\u1ed1i tác \u0111\u1ecba ph\u01b0\u01a1ng – Cisneros. Th\u1ebf nh\u01b0ng ch\u1ec9 trong m\u1ed9t cu\u1ed1i tu\u1ea7n n\u0103m 1996, toàn b\u1ed9 h\u1ec7 th\u1ed1ng phân ph\u1ed1i kh\u1eafp Venezuela \u0111ã b\u1ea5t ng\u1edd “thay áo” c\u1ee7a “k\u1ebb thù kinh \u0111i\u1ec3n” v\u1edbi Pepsi. …<\/p>\n","protected":false},"author":1,"featured_media":1113,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3],"tags":[],"class_list":["post-1112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cafe-doanh-nhan-e253"],"yoast_head":"\nQuy\u1ebft \u0111\u1ecbnh sai l\u1ea7m, Pepsi m\u1ea5t 40 ph\u1ea7n tr\u0103m th\u1ecb ph\u1ea7n v\u1ec1 tay Coca Cola t\u1ea1i Venezuela trong 1 ng\u00e0y - FPT Education<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fsb.edu.vn\/quyet-dinh-sai-lam-pepsi-mat-40-phan-tram-thi-phan-ve-tay-coca-cola-tai-venezuela-trong-1-ngay-s143.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m, Pepsi m\u1ea5t 40 ph\u1ea7n tr\u0103m th\u1ecb ph\u1ea7n v\u1ec1 tay Coca Cola t\u1ea1i Venezuela trong 1 ng\u00e0y - FPT Education\" \/>\n<meta property=\"og:description\" content=\"Venezuela là m\u1ed9t trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng hi\u1ebfm hoi mà Pepsi d\u1eabn \u0111\u1ea7u v\u1edbi 18 nhà máy \u0111óng chai c\u1ee7a \u0111\u1ed1i tác \u0111\u1ecba ph\u01b0\u01a1ng – Cisneros. 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